Google’s John Mueller recently shed light on a puzzling situation: an e-commerce page with scant content was ranking high in search results. This scenario sparked a discussion on Bluesky, where a user expressed concerns about the legitimacy of such rankings.
Unpacking E-Commerce Search Results
A user highlighted an e-commerce site that, despite having minimal content and being a redirect from another domain, was performing well in Google’s search rankings. This raised questions about the criteria Google uses to rank such pages. The site in question had recently merged with another company, combining their domains in the process. This is a common business move and not indicative of any deceptive practices.
Explaining the High Ranking of a Landing Page
In response to the query, John Mueller explained that the site appeared as a typical e-commerce platform. He noted that while the site migration could have been handled more smoothly to preserve SEO value, it wasn’t detrimental to user experience. Mueller’s response suggests that sometimes, the backend technicalities of domain changes can obscure an otherwise normal site appearance.
Insights on Site Migration
Mueller elaborated on the site migration process, pointing to Google’s official guidelines which recommend more seamless methods to maintain SEO strength during such transitions. The approach used by the e-commerce site involved a “soft or crypto redirect,” where all old pages were redirected to a single new one. This method makes it challenging to transfer the site’s historical SEO value and information.
Despite the technical missteps, the site’s ranking serves as a reminder that Google’s algorithms often prioritize user relevance and experience over technical perfection. Rankings are dynamic and can change, reflecting new data and user interactions. Therefore, relying solely on competitors’ missteps isn’t a viable long-term SEO strategy. Instead, focusing on differentiating and enhancing one’s site is advisable, as highlighted by Google’s Danny Sullivan.
For businesses undergoing similar transitions, consulting with SEO and digital strategy experts like Cyberset can ensure that site migrations enhance rather than hinder their online presence.
